The Manchester-based video production company has expressed concerns about the use of generative AI in branding videos, and its warnings are not without merit.
Artificial intelligence (AI) has been a hot topic since Open AI introduced its chatbot ChatGPT in November 2022. As advanced AI tools continue to emerge, some more effective than others, the creative industry is also embracing generative AI tools that claim: Create original and engaging content in just a few words. Industry giants such as Adobe have been working to develop AI-based tools to simplify tasks such as video production, and the recent release of the company’s “innovative” Firefly software is an example of how AI has shaken the industry. It is proof that there is.
But video production experts at Eight Engines question the emergence of AI in their field.
“AI is an exciting advancement with many potential applications, but it cannot replace human creativity or evoke genuine emotion. This is exactly why video marketing generates such a high return on investment,” said Jack, a video production expert in Manchester and director of the company.
In fact, emotions play an important role in video production, according to a University of Southern California report. The study found that emotional video ads have a 31% success rate, while rational content buys only 16%.
Emotions are essential to effective video production. The most memorable videos are the ones that elicit an emotional response from the viewer. However, current AI tools like ChatGPT cannot fully understand human emotions, making it difficult to convey them. As a result, the output is often perceived as cold, emotionless, and robotic.
Eight Engines also highlights the lack of originality in AI-generated videos.
“AI-produced videos lack originality and quality. Software such as DALL.E require extensive human input before generating anything remotely realistic. The resulting video looks delayed and resembles a flipbook rather than a high-quality production.There is still a long way to go before AI can match the creativity and craftsmanship of human-made videos.”
It is true that AI cannot create original content. These tools are trained on numerous examples of human-created art and simply reinterpret these works. As a result, the output lacks originality and ends up with drab and monotonous video content.
So far, it seems that incorporating AI into video production may not yield the desired results.
However, there is a solution.
Eight Engines offers authentic high quality video production in Manchester and the surrounding area. Their friendly team helps clients develop original ideas and produce videos to the highest standards, ensuring that their branding is a true reflection of their company.
